17 million
new cars sold in the US every year
$3,000–$7,000
average amount buyers overpay
80%
of dealer profit comes from financing — not the car price
The person across the table from you
does this every day. You do it once.
Dealers have a system. They know exactly what to say when you ask for a lower price, when to bring in the manager, and how to make you feel like you got a deal when you didn't. The F&I room alone adds $2,000–$3,000 to the average transaction in ways most people never notice.
The Dealer Playbook gives you the same preparation they have — word-for-word scripts for every stage of the conversation, so you walk in ready instead of reactive.
What's Inside
10 sections. Every scenario covered.
01
What Dealers Actually Make
The 4 profit centers most buyers never see — and how to protect yourself against each one.
02
The 4 Phrases That Shift Everything
Word-for-word anchors that change the entire frame of the negotiation before it starts.
03
The Full Negotiation Script
Step-by-step from "hello" to signed deal. What to say, what not to say, and when to shut up.
04
The Trade-In Trap
How to sequence the conversation so you never give back what you negotiated on the car price.
05
The F&I Room Survival Guide
Every add-on they'll offer, what it actually costs them, and the exact script to decline each one.
06
Timing Strategy
The specific days and months when dealers are desperate to deal — and when they're not.
07
Email Templates
Get written OTD quotes from 3–5 dealers before you set foot in any of them.
08
The Walk-Away Framework
When to leave, how to say it, and what to do in the 24 hours after you walk out.
09
New vs. Used Differences
What changes when there's no invoice price — and how to anchor without it.
10
The Dealership Checklist
Print it. Bring it. Check it off. Everything you need in one page.
Plus: Appendix A (all scripts on one page) and Appendix B (what most buyers do vs. what you'll do).
How It Works
Three steps.
1
Pay once
$47. No subscription. No upsell.
2
Get the PDF
Delivered to your inbox instantly.
3
Walk in ready
Scripts on your phone. Checklist in hand.
A $47 guide that saves $3,000–$7,000
is the best ROI you'll make this year.
The only catch: it only works if you use it. Read it tonight. Bring the checklist. Get a good deal.